There are over two billion mobile phones and other devices in use around the world—almost 600 million more people have access to a mobile phone than the Internet. The adoption rate for new technology is high,and to keep up, you have to make your service or product available 24/7. Mobile marketing allows you to do just that; here are some common-sense “do’s” and “don’ts” for this effective marketing method.
Keep up with mobile technology. A few years ago, a mobile phone with text messaging capability and basic WAP web access was considered cutting-edge. With the advent of iOS and Android devices, functionality and screen size greatly increased. Be ready for the next phase in mobile device development and be ready to adapt your mobile marketing campaigns.
Have a goal in mind. Mobile marketing is just like any other ad strategy in that you must begin with a clear goal. If you understand how to integrate mobile into your business plan, and know what purpose it will serve, you have a better chance of meeting your goal.
Optimize your site for mobile devices. This isn’t just about making sure your site looks good on a phone’s browser; it should be built with the mobile user in mind—how they
navigate from page to page, process information, and make choices are all important considerations in your site’s design.
Make sure your site is up to date. Ensure that your contact information (name, web address, phone number and physical address) are current on your site, your stationery and everywhere else.
Don’t misunderstand your customers’ intentions. A successful mobile marketing campaign requires a basic understanding of what people are looking for when they’re using their mobile devices. Over 70% of people use their phones to research a potential purchase or read user reviews, and almost 65% use them to check store hours or find a location.
Don’t underestimate the importance of local search. One in three searches executed from a mobile phone is location-related, and 82% of searchers end up making a phone call, purchase or in-store stop. As local search keeps growing, you need to develop a specific plan to incorporate it into your mobile marketing campaign.
Don’t send too many messages. Promotional text messages are a great way to generate leads, excessive amounts can be construed as spam. If someone’s paying ten cents per message, they can get tired of them rather quickly! By keeping an opt-in list, you can send your discount offers, loyalty programs, and VIP event notices to the customers who are truly interested.
Don’t promise too much. As is true with any other part of your campaign, you should test your offers to make sure you don’t send them to a too-large audience where you’d be unable to deliver.
Now is the perfect time to examine your mobile marketing plan. SMS marketing is valuable in and of itself, but it’s even better when combined with other marketing methods. Websites, apps, messaging and video ads offer greater targeting capabilities than conventional advertising—use them to build leads, brand awareness and sales.
About the author:
This post is written by Crispin Jones – business expert for Collstream – experts in voice broadcasting and sms marketing.